CHAPTER V
MARKETING STRATEGIES OF NEWSPAPERS
A. PRESENT STRATEGIES IN NASIK p.156
B. MARKETING STRATEGIES OF SAKAL p. 180 MARKETING STRATEGIES OF THE NEWSPAPERS IN NASIK
Today is the world of changing era, with modern changes in tastes, fashions, technology and higher standard of living. In the new environment of technology and competition, company cannot depend only on its existing products. Change in customers' needs and preferences, wants and desires, their high expectation for new and improved products have enforced the companies to bring new, modern and superior products in the market. For this, every company must establish and evaluate new product, develop new ideas and strategies. In newspaper industry, competition is not under control. It is increasing day by day. Every newspaper is trying to expand it's market, introducing new schemes for the readers. The population of Nasik is above ten lakh. But the total sale of newspapers in this advanced city is not more than three lakhs copies per day. So, there is huge market for every newspaper. There are four cable news channel but they have not posed any challenge before the newspaper in Nasik. After Mumbai & Pune, Nasik is '; fastest growing industrial city in the state. There are various class of ' readers. Features of newspapers Market in Nasik . 1. Growing Market :- The market of newspapers is growing day by day. Besides local newspapers, regional newspapers from Mumbai, Pune are circulated in Nasik. Not even Marathi but National level English newspaper like Times of India, Indian Express, The Asian Age, Hindu, Hindustan Times ,etc. are circulated in Nasik. 2. Variety of Readers:- Nasik is industrial city. It is important religious place in the country. So, various people daily visits this city, some of them resides permanently. These people are eager to know what is happening at their native place. This need can be fulfilled through regional newspapers. So, newspapers get new kind of reader. There are Marathi,
155 Hindi, English & Urdu readers in Nasik Each of these prefers newspapers of theit choiCG 3. Impact of Electronic Media :- Before five years ago, the T V news channel were less than today. Hence, newspapers used to read more. Readers used to give more time to reading. But now a days situation changed, special Hindi channels tike Aaj Tak, Zee News, Star News, Marathi channel like Alpha and E T.V, are becoming popular, because they are satisfying the wants of the readers. But the local coverage is possible , through newspapers only. Though the people views the channels, their real (need of reading is satisfied by the newspaper. So, there is good result of • I \ •|;electronic media on newspapers market. .4/ High level of Litracy :- Nasik is important city in the state. There are important government offices, educational institutions like Medical University, Open University .Defence centre like Deolali, M.I.D.C. like Satpur & Ambad. Due to all this, the standard of living of the people in Nasik is high. So, naturaly the litarcy rate is also good which is benefit for the newspapers. 5. Preference to the quality-The readers in the Nasik prefers qualitative newspapers. There are newspapers which publishes fake news They are Sandhyanand, Punya Nagri, which are circulated in Nasik also. But readers in Nasik gives preference to the qualitative newspapers like Sakal, Loksatta, Maharashtra Times & local newspapers like Gavkari, Deshdoot, etc. These newspapers covers local as well as national news, so the real need of the readers is satisfied. Present Strategies of the Newspapers According to conventional belief, consumer everywhere is a consumer and hence, his needs , aspirations and attitudes will also be the same. Hence, it is assumed that the volume of the readers of the newspapers is increasing day by day. To retain & acquire more share of the market, management of the newspapers in Nasik has adopted following strategies. 1. Rwduction in the price of newspaper
156 This is the deadly weapon used by the management of the newspaper. The price of the standard newspaper in Nasik is Rs,2.50, If considorod Iho all expenditures (e.g. pay scale, cost of newsprint) the actual cost of newspaper goes up to Rs. 8 to 10 per copy. So , to offer the newspaper at rupee one today, is not affordable But newspaper like Lokmat had offered it's copy for rupee one at the time of launching in Nasik. It was for one year. Due to this, sale of Lokmat reached to one lakh per day. Before three year ago i.e. in 1999, all the managers of newspapers in Nasik sat together & increased the price from Rs. two to Rs.2.50 which is existed today. Table No.20 Name of the Newspaper Daily price (per copy) Lokmat 2.50 Sakal 2.50 Gavkari 2.50 Deshdoot 2.50 .Rambhoomi Bhramer 1.00 Lokshahi Aghadi 1.00
2. Collaboration with other Publication How to survive is the crucial question before every person. Same is the case of newspaper industry. Though the Lokmat is largest circulated Daily in Marathi, it tied up with the national English Daily, The Asian Age. Due to this, it is getting different kind of news, fresh photographs & news. Local newspaper like Deshdoot also tied up with weekly Chitralekha. This weekly is circulated alongwith Daily Deshdoot on every Sunday, which have attracted the news readers. 3.Compromise on advertisement rate Advertisement is the main source of revenue for the newspapers. Due to only advertisement, a newspaper can run and stay in the market. Due to
157 local T.V. channel, some part of adve-lisement turned to it. It is loss of the newspapers. There is great depression in the market. It also affected on tthe revenue of newspapers. So, newspapers are forced to accept the '^civertisement at any lower rate. Local newspapers like Gavkari & Deshdoot always compromise in this connection. Lokmat also do it.
Table No .21 Newspaper Rate of Adv. Compramlse Lokmat 250 200 Sakal 160 160 Gavkari 150 100 Deshdoot 180 100
Rambhoomi ~ — Bhramar 75 50 Lokshahi Aghadi 50 25 Manav 50 25
4. Reduction in page average : In India till 1956, there was no production of newsprint In this year Madhya Pradesh started paper mill. In 1982, Kerala Hindustan newsprint Company started. Foreign newspaper is cheaper than Indian. 1* The major share of expenditure of a newspaper is incurred on newsprint. The companies which produce this newsphnt, always increase the price. Besides this, government impose heavy tax on newsprint. At the same time, revenue from advertisement is decreasing, so there is in no alternative before the management of the newspaper to reduce the pages This helps to control huge daily expenditure. Page Average means the average pages of newspaper in a week or month. It depends upon the percentage of the advertise. If the .advertisments are below 20 to 25 percent per page, then pages on that day 1* Daiy Sakal clipping- 7/12/94
158 for the newspaper are lower than usual. The percentage of advertise and news is now a days is 50 : 50 percent. If the advertise goes behind 50 percent or touch to it, then only pages of newspaper are increased. Due to heavy competition in Nasik, the page average is lower.
Table ND.22 Page Average of Newspapers in Nasik Newspaper Pages per day Sunday Lokmat 16 24 Gavkari 14 22 Deshdoot 14 22 Sakal 12 18
Bhramar 4 „
Lokshahi Aghadi 4 ~
Manav 4 ~
5. To offer various schemes Management of the newspaper offer various scheme to the readers, agents etc. If a reader becomes member for a year, he gets concession in price. In Nasik, Deshdoot had offered steelness still pots, gold & silver coins. Lokmat have offered previlege card scheme . Deshdoot launched different schemes on Sunday. It gives weekly Chitra Lekha at free of cost with Sunday copy. .There are schemes for newspaper agents also For particular increase in sell, Gavkari have offered colour T.V., Freeze, to the newspaper agents. Lokmat is giving more commission to the agents. Deshdoot is giving free copy per copy on certain conditions to the agents. There is discount in bill also. 6. To Arrange Competition and to sponser the events
159 Newspaper were mission before independence of India. Now a days, it is mere profession. To increase the volume of the business & attract new readers, newspapers are arranging various competition & sponsoring the various events. Drawing competition by Sakal, cricket competition by Lokmat, Mehandi competition by Deshdoot, are the few examples of this. Gavkari sponsors decoration com.petition at Ganesh Festival. Recently, Yuva Sakal had arranged poem competition for youths. Due to this events and schemes, vanous class of readers is joined to the newspaper. 7.T0 Accept Social Responsibility Newspapers are bearing Social responsibility, which helps to improve their image. At the time of Marathwada earthquake & Gujarat earthquake, newspaper in Nasik had collected funds from public. At the time of Kargil war, these newspapers also collected the funds. Newspapers publish the news of neglected & economically backward sector, which is a social work. Newspapers are solving the social problems also. 8. New type of experiments There is no alternative to the research and new experiments in newspaper's field. Because foreign print media is trying to enter in India markec. Sakal is ahead of other newspapers in research work. Sakal have started quality circle in every unit. This circle try to locate loopholes in working process & correct the mistakes. Good things are encouraged in this circle. In every unit & every department, this circle is in existance. Aurangabad & Pune unit of quality circle achieved the success at national level. Another experiment of Sakal is Newspaper in education. In this scheme, school students are given chance to express their virtues, potentials through Sakal. So, a strong relationship is established with new readers. 9. Lay off and control on expenditure Management of newspapers in Nasik is trying to control the expenditure. The saving is used to face the competition. Newsprint & administrative expenditure is always more. By reducing the pages, the expenditure on
160 newsprint is under control. But how to control the administrative expenditure is the crucial question. So, lay off is resorted. Sakal laid off more than fifty workers. At the same time sakal mergerd some of these workers in other units. Management of this newspaper also made compulsory for it's journalist to acquire the computer knowledge. It is also compulsory to every personnel to become versatile. The effect is reduction in expenses. 10. Brain draining in newspaper Brain draining is the main problem of every newspaper. Brilliant personnel of competitor's is offered attractive salary and other facilities by another newspapers. This happens mostly with journalists & marketing personnel. These people proves helpful in competition. In Nasik, this happens regularly. Gavkari & Deshdoot are not giving proper salary & facilities to it's personnel, especially journalists. So, they are trying to join to regional newspapers like Sakal & Lokmat. 11. Wrong Propaganda & unfair means Wrong propaganda against the competitor is the usual things in newspaper's field in Nasik. Few newspapers resorts unfair means Five years ago, Deshdoot published an article relating to God Ram & Sita The article was readable only for adult. There were dirty statements in this article. People at large become very much angry & torched the offices as well as copies of Deshdoot. The main aim to publish this article was to acquire publicity by unfair means & to increase the sale of Deshdoot. 12. Huge Campaining & publicity Newspapers in Nasik are campaining speedily. Management is trying to make publicity of newspaper. There are huge hoardings at important points in the city. For the Kumbha Mela, Sakal tied with State Transport Corpotation. It's banner is appearing on the buses. At religious ceremony & festivals, banners of newspaper are appearing.
161 Appendix No.8 Biggest Marketing war amongst the Newspapers is in Nasik
Nasik is the industrial and religious city. Population of this city is more than ten lakh till date To aquire these huge readers, every newspaper is trying it's best Perhaps the biggest marketing war in newspaper industry is in Nashik. Regional as wed as local newspapers are fighting for the market share of readers Every newspaper is coming with new scheme & policies every day.
51/!
g^^jft^: ^"i*^: ^ft*JimT%»>!^ 162 Appendix No.9 Marketing Strategies by Sakal To raise the circulation figure in 2002 Sakal launched a competition for the female readers This was based on a column called Hirwa Chafa which IS published for female readers which is very popular in north Maharashtra Following advertisement shows details about this competition _ __ Appendix N0.10 Quality Has No Alternative, Quality Has No Answer For improvement in the quality, to reduce tine cost of production, to save time, there is quality circle in each department of every unit of Sakal. Problems are solved by this forum. Such quality circle working in editorial department of Aurangabad got prize at international level (news dated 20/12/2002). In other newspaper such activity is rarely find. In local newspaper in Nashik, there is no effort to improve the quality. The stress is given on quantity only. (' it-v":i>-a; •• mmm^iM M^wgi^ • 3)i«^TJn'T> •rf,.' 164 Appendix No.11 Clean Image Of Sakal Lokmat is the largest circulated daily newspaper in Marathi, Sakal ranks second. But in case of clean innage & quality Sakal is number one. Many newspapers are engaged in malpractices. Some journalist demand money for publishing the news. Election is the pick hour of corruption. People thinks that for publishing the news, money is requires. So, they are cheated by corrupt journalist. Situation in Nasik is not different. At the time of every election, Sakal publishes following advertise on front page mentioning that news is published at free of cost. .'• •• • '• 'fy'i, 3-:sP l^^T^oTT 3T^ ^Jri^^i jrf9r rarer ^msfe 3 f. r-- _ • '.fe<3T ''trsit fTT'c^', 3^15^1^ Vl^xjy grquz? RTI^ i^ TP^ Y''-' ^. 165 Appendix No.12 Quality Is Important Than Quantity Qualitative people gives qualitative product Customer gives importance to the quality than quantity In case of quality Sakal ranks first while in case of quantity Lokmat ranked first Qualitative personnel is the real power of any organisation Sakal creates such personnel which is the asset of ,company Following advertise published on 15*^ January 2003 shows this 3IPi^ JU^riiU didloll... '•H * " ^ n * I ^ crgq^ncfte *IH«t5MMT 315^ SJ-HC^I-H 3TftRf> mH|W4 . ,1 ,i-L " ' 1, ?Eg^ >iA 166 Appendix No.13 What A Nobel Work A Newspaper Can Do? Newspaper is responsible factor in the society. Following news published in Daily Sakal dated 14/12/2002 is good example of this A youth wandehng at Poona railway station wanted to commite sucide. Fortunately, he came across the issue of Sakal. After reading particular news he changed his mind and life also. fwmm' In^ ^n^ 3ti<|g<5l.-cii ^m^ #5W..,^ ^^. •gpR 'ROT ir* WBt. ^ m =Rc5 ^. ^v^ 3FlPI ^153 5^. tii^c^ i--jira ^gn 'TOT aig^ fe( I tRSJ %?SI ?)7n. ^R5 g ^fipn'ft 3?igB!l g?5ra fm^ ^ %^ #. cTig^ MR« i?]RI^ %^^ c5FI3i. TO, WOT oBcSi-oitI f^. ^ ^'. 3T^ ^ ?^ fe % H^MH ^#^11 imid ^^c^ ^^t^ *^ioS^ •MM*iI ^Woirtl «l^ ^rop ^JS^ '^WST fejt. 3OTF 5^ ^ ^OT ?<^. 3^t56^3i?iT (?! ix^ -ofwlH^Klril •STi??! ^SP VW ^ •ajrai j'iR'si T^rg j^{ 3n| - ^ ^^^ a^TcTI SRt? "J^ ^ ?n551 Sill JJc^ t ^ lira %c5t. SHrtl r^ T3^ "f^ 5Ii? ^ I 3^ '^^'^. 167 Appendix No.14 Marketing Strategies Developed By Lokmat In iNiovember 2002, Nashik Lokmat offered Lokmat festival scheme First prize was Maruti car, second was table set, third was golden neckless & so on Diwali is tne season which increase the circulation of newspaper as well as improves the economical condition of the newspaper To achieve these aim, this scheme was offered. 'f^M LsarJTrfii ^'::r:^<< 200: ;?!i^f?§^^^§>-r:i^«»iiK. "/^;'''->'T» ^g^3n^ ° www.ioKmafecon -*-^3^^S*-^|^ Appendix No.15 Marketing Strategies Developed By Lokmat Drawing competition is not new tiling for the students, but it is new thing when their newspaper arranges it. Drawing competition for school children was started by Sakal. \n november 2002, Lokmat also arranged such competition in nashik. Thousands of students participated in it. The aim behind this competition was to raise the daily circulation. ^sj^y^wji^ft^ /ff#iHT ^^ ^m 3iFR?^ f^^Ht ^R|^ T^^ <»x"«Kj an^ 3n^. ^sfxJiT »rn^te ^C^HHI *I'I4M'1 Tffif^ 'leicj^i zRTf^ >wif*iHi 3ii W^'HIiJl FWr:- - ' - "^ -i^^ . • R«J1WJH Wt}xi|l PlilirJtd fS^nnft 50 ftf^lt ailin §«!'< VJSI^ • ^fS^WR^I (5« M^Ri'iM f^rfi^ '!>»{'jej(41 atfcPTdi^'m '^^9 'ilc^ct>;^c)6:;!;f,.^ . •W^'- -TC: -. 1^ ^ii)|y)d ^^e^,' >tpfe"'iWt 'ra^Rwt^, HiRiqs uai'iJi^mnsvi-'•.'••KSA.-' ' ' '• ,""' ?n^ra• ''' *"* s 169 Appendix No.16 Marketing Strategies Developed By Lokmat Lokmat is the largest circulated daily in marathi It have more than 72 \akh Teaderslnip ^n case o1 readerslnip, A stands sixth in the country Dai'iy Bhaskar is on top while Enadu,Daily Thanthi, Malyalam Manorama, Jagran follows by it. Times of India ranks ninth. This information was published m 1999 on front page of Lokmat to attract the readers. ^VUd«^Ml5!bMl«bW gcCTF^r ' ^ Vr' ' - '"i ?i?^ ilRS S9/R0UND tt: SURVEY JIEPOET 170 Appendix No.17 Marketing Strategies Developed By Lokmat From 7'^ October to 7'^ December 2002, Nashik Lokmat offered a scheme based on knowledge called Anmol Moti competition This was specially for school students In this scheme students were offered bicycle, school bags, 'unch box, clocks etc This scheme was intended to raise the circulation »l[c5W«ptfCi8i y»'>- .ifiCg^*i"gK[H ^^Ste ^ -- \ J%-? '^>?3 I* c^^jtf^ (Uo4i*f trst. ** aiww fe*!*! aicSlcs iwra^ S^RATIJI IRI SHF^ 3^ at 9 TO^I v3^vjRT2f 3IW^ ^ 3^ i^ Cwikl tvfe^ ^(SQi inid^ if^ «w€K53ra3 SRR qiR- 5I153 V, 3raf^ 3<4l HERO RANGER HERO JET SWING MYTRUE HERO ^i(5i*fl«^ wni^ «w*H ii4fi-3\it( '^c5t 171 Appendix No.18 Marketing Strategies Developed By Lokmat Lokmat is the largest circulated newspaper in Nashik. From 1" January to 31" December 2003. It offered a scheme called Lokmat previlage card, under which reader has to pay 1250/-. They do not need to pay daily or monthly.ln exchange of this, readers will get benefit of insurance, clocks, discount coupons etc. _ qfiftra) SMsmm ^fnm JlPOilGOgfi(f3ira)^<3JM!cif l ' •^^rflFnft..,^ ^vN^^S'• m^ • / ff^ (^5Tcira^:.Sv5n^.^3 ^CTRT ¥ « ?oo;j^cTtcFTcTq^f^^I^fcj5I3}Tf^f^cn5St-3fcf) CHlthHCl (f5«rj'JJT) ! oiHEcroav JiBEfllglKJIPlBmi q[>jRiciK m fer^ftii Appendix No.19 Marketing strategies Developed by Deshdoot In June 2001, Deshdoot arranged Mehendi competition for women readers The aim was to increase the circulation This competition was limited to Nashik & competitors were divided in two groups This competition got sufficient response *ii$c;, ^3T73T •iii'^, snfsi^.. TTT *rafe?ra. (pRffPt 3rf&^ Qi^ «p>5r si.5K)«3?. < ;Bji^ii9ft israftsa^ adfeerfcw CTa^fef^l 173 Appendix No.20 To Stand In Competition, Co-Operation Is Must Daily Deshdoot is publishing from Nashik since three decades It is facing problem of survival due to regional newspapers So, to stand in cut throat competition, Deshdoot has tied up with weekly Chitralekha This weekly is circulated with Deshdoot every Sunday at Rs 5 My^. ^ --^H^t^ -a-^-TT: -5 -,."' ;^t •j.m' ^rTil S" 't^S^^'-lfe'-;''5" 'fW?f Mf^l:?^d^r ' -""^ f^^"^"finis's?--s.^?^ .V- «' -.W2R3" H^iqicfl gc5RT V» 95^ cZjgxffoTT 3R srnWRTT •i.<^<^\T.i\\ '^-->"v^^,*| ^ajc^^^T^ 8RR^ *^|un I t< ,.jr Appendix No.21 Unethical Marketing Strategies Of Deshdoot As Well As Lokmat In may 2003, Deshdoot and it's partner published a news defamating Jain religon. Socitey strongly protested the article published in Chitralekha which is circulated with Deshdoot on Sunday. Before five years ago Deshdoot published an article regarding Ram and Sita. It was so dirty that the people tourched the offices and issues of Deshdoot. Follwing news is the example of unethical marketing policy of Deshdoot and Chitralekha.(News dated 24 may 2003, published in Daily Uladhal) Lokmat published same kind of article which forced it to say sorry on first page.(Dated 18 May 2003) ^PM^P^,M-lx[^?llxff 'HIMiRl=bi(|id{1l<^IWI WlHWI'PjiiJMun-^viMi JIT .^jt? ,«HMLd>*tT7 »Tl35n 5r,morr^;.?td 3T^t^,^^HT^ .^"'nF'n ^tfn^' t?T^dcTI ,^<«ii-!ji ?iTc)ywi H^jprw •: '^llt^fl•^i•/) *>\(4\l .?^ 3T?fr ^^ ^JTTc^...' Fi ST. if), ifi. 175 Appendix No.22 Marketing strategy of Daily Gavkari Gavkari is the oldest newspaper in north Maharashtra Due to some dements, it's circulation has came down To retain the circulation level, it's management is trying it's best Gavkari publishes photographs of the children on their birthday No money is charged for it. Other newspapers charge for it at commercial rate which is not affordable to everybody This scheme of Gavkan is getting good response which is helping for circulation. '^>s^yi mmf^V'^ » 1 • I / r - , X. \ i.\ «ra«ft^rrR W ^^^0^: friJ^u 1 -J, ^^ 176 Appendix No.23 Marketing strategy Developed by Gavkari One of the oldest newspaper in Maharashtra, Gavkari is fighting for survival It is due to the impressive marketing policies of the regional newspapers To face the situation, Gavkari have offered many schemes to the readers. In January 2003, Gavkari arranged drawing competition for the children. Main aim was to raise the market share of readers. m ^rm 3 H "5 g5?nf?T5iiP anf^ f^rsrarrTTTEn iterar if • •;, Sl^zTSJ, Ml / .* 3Tf^ f^ ^PTfe \^^\M^J^ r^<'Wlf^ Wt[*l ^ dll«IW^ Sn^.Ml^l 'lil^ ft:< <'ll^Uill«l i?i<:'ircf>Hic4rJiTMI^c^|c4l ' K:J^n^S^' • (•iHwimi SW<«^«1 '• •Kl «kil*W, ^ 4Krl<, il'lWil «*x!il*l 177 Graph No.13 Top Five Daily Newspaper In Maharashtra (Information as weapon of marketing) Marathi journalism have more than two hundred years history Now a days readership is more than those in starting era. At present .Daily Lokmat is the largest circulated Marathi Daily in Maharashtra having more than seven lakh circulation and 72 lakh readership (latest figure). Following chart cum news published in Lokmat (2001) gives valuable information Top Dailies Maharashtra Lokmat Sakal Loksatta Narakal Times of India ^^^^| 16.£ ' > t,akh Readers Tilled -ki C^i5^i*5lpP^ 178 Graph No.14 Journey of a News Reporter Representative NEWS Special correspondant-^- -=Siib Editor Press release PTI, UNI, Internet K^ DTP for operatinc ; Proofreading DTP+or correction I Pagination Plate mailing Machine I Printing I Agents ; Distribution J Reader Reader Reader Reader 179 MARKETING STRATEGIES OF SAKAL Every newspaper is developing it's marketing strategy. Some strategies are against the ethics & law. Some are against the best interest of public, Sakal have developed good strategies which is ideal for other newspapers also. The strategies developed by Sakai is as follows. These strategies are Social & Profession based. 1. Quality Circle in each Department This is not new phenomenon. Quality circle movements started in Japan. The main aim of quality circle is to produce the best of the personnel in the organisation or company. To reduce the cost, save time, money & labour are some of other objectives of the quality circle. Due to quality circle, there is better understanding of the problem & personnel. It is proved that the co operation amongst the various department is strengthen. In Sakal, this experience is not new now. Since four year, this activity is run in Sakal. In each department, including editing, advertising there is quality circle group in Sakal. Every person from attainder to officer is related with quality circle. There is regular two meetings of each group. Problem is find out and solution is laid down. The problem is related with the work. In each group, ' there is leader. Co-drdinator is there who controls all the groups. He sends Imports to the top management. Some problems are solved by 'management & some are solved by the worker themselves. 2. Newspaper in education programme Newspaper in education is now a days common thing. The main feature of this concept is that new & young class of the readers especially school children are fetched to the newspaper. In English journalism, Newspaper in education is old thing but in Marathi journalism it is new concept. Sakal is the first newspaper which have executed this concept. In Newspaper in education, children are induced to contribute their writings like poems, 180 Jokes, drawings & articles. These are published in the newspapers. So a good citizen is created. Newspaper gets the new class of readers, which is ;ti,ed permanently. Due to newspaper in education scheme, a new ''neiationship is established between newspaper & children. Sakal is having this experience. 3. Sakal Forum by Editorial Department This forum is a speciality of Nasik Sakal. The main object behind this forum is to make versatile sub editors & reporters. Forum invites well known persons, government authorities to give lecture to the journalists every Wednesday. Journalists update their knowledge. Due to this a new reader is joined to the Sakal group. So, there is personal relationship is established. Due to this forum image of Sakal is strengthened in the eyes of society which is professional gain. Due to help of these authorities & persons marketing becomes easy task. 4. Drawing competition for children The drawing competition for school children is now became the special feature of Sakal paper. Every year in December, this competition is arranged for school children from standard first to standard ten. Through out in Maharashtra, total three lakhs children participates in this competition. Perhaps, this is the largest drawing competition in the country The drawing paper is given by the organiser i.e. Sakal Lakhs of rupees is spent on this competition. The expenses includes paper, remuneration to volunteers etc. The children gets a stage to express their skill. The winners are given phzes from school level to state level. This competition helps for marketing of Sakal newspaper to the greater extent. 5. Sakal Relief Fund This fund is created for those people who have affected by natural Calamity. Many of the people are benefited from this fund. To overcome the draught in Bengal in 1942, Sakal Fund was established. This fund works at two stages. At first stage quick relief is given to the affected people. At second stage, help is given for permanent rehabilitation of the 181 affected people. This fund has given help Gujrat, Rajasthan, Andhra Pradesh. At the time of Kargil war, Saka! raised the fund. This fund built (hostels for the children of soldiers at Pune, Nashik, Kolhapur & Amravati. (•••Itirtjs fund have created good image in the eys of society, which helped in marketing the newspaper. 6. Clean & Pollution free city In 1998, clean city movement was started in Pune by Sakal. With the help of Social workers, Municipal Corporation, Citizens, Officers city is cleaned. Major part of the city is cleaned. The wastage is used as compose. Dr. Nanasaheb Parulekar Charity Trust runs this activity. The report of the movement is send to the municipal authority. City without pollution is another movement by Sakal. People are encouraged to use bicycle instead of vehicles. The health is maintained & pollution is avoided. In Pune, this movement got good response. This movement have created positive image, which helped to increase the circulation of Sakal. 7. Other important Social Project Besides this, there are many social based marketing strategies which includes 1) Training to journalist 2) Vegetable Committee. 3) Happy Family project 4) India Foundation which gives economical aid to the student who desires to go abroad 5) Invest fest which guides people regarding investment. 6) Health House which arranges residence for the patient. 7) Education Guidance to the students. 8) Farming circle which guides to the farmers as well as villages. There are business based marketing strategies of Sakal, which are as follows 1. Reduction In Staff The sxpenditure on a daily newspaper like Sakal is in crores. For other activities like to expand the market share, money is required. The competition have added fuel in it. Since last one year staff reduction is aimed by management of Sakal. But at the same time skilled workers, who 182 are excess are absorbed in other department or newly formed unit like Nagpur and Aurangabad. 2. Voluntary Retirement Scheme VRS is applied in Pune unit of Sakal. So far other Marathi newspapers have not brought this scheme for their workers. This also helped in reducing the expenditure. Management of Sakal is thinking to apply VRS in other units at various places. In Nashik there in no such scheme, but staff reduction is there. 3. Reducing the page average More & more pages with ample news was the concept before five years ago. But as the reading habbit lowered and Cable TV fad increased, the newspapers are going to reduce the pages. Management of Sakal have reduced the pages wherever is needed. When Nagpur unit was started, the pages of the other units of Sakal were lowered. At the same time workers of the other unit were absorbed in this unit. So that new appointment is avoided. 4. Starting the New publication Sakal group have started various editions at Pune, Mumbai, Nashik, Kolhapur, Aurangabad, Solapur <" now at Nagpur. Now this group started new publications. Yuva Sakal was started before two years ago. Youth readers is the main target of this daily newspaper. There are more than 80 thousand readers to this new daily. Krida Vishwa which is sports magazine started before one year ago. Sports coverage from rural to international level is given in this magazine. Arthamanthan which is published after every fifteen days, covers news in commerce , industry & business. \Neek\y • Sakal have completed more than ten years. All the above publications have good readership. Sakal has started it's web i.e. internet edition also 5. Versatile Personnel It is the policy of management of Sakal that each & every personnel should be versatile. The sub editor should be expert in pagination. A worker in the 183 pagination department must be expert in operating, scanning etc. Due to this policy, expenditure is controlled, man power is saved 6. Control on westage There is total contrd'on wastage at every level. The westage of newsprint ^|ls,i!controlled. From this saving, social work is undertaken Saving of ''Electricity & water is encouraged. There is a control on printing outputs like stationary at early stages. The money saved from the above way is utilised for marketing purposes The marketing strategies of Sakal is ideal & different Some other newspapers are applying marketing strategies which are unethical & illegal also. 184 Conclusion Due to sharp competition at district and state level, newspapers are devloping various marketing policies. Some of them legal as well as illegal.Sakal has devloped it's own marketing strategy which can be called ideal one. Regional newspapers in Nasik devloped various marketing strategies to face the competition and to expand the market. Local newspapers like Gavkari and Deshdoot many times resorts such marketing strategies which are totally unethical and illegal. To reduce the price of the newspaper,offer advertisement package, reduction in page average, reduction in the manpower, new methods of working, new types of ,machinery , vahous programmes,control on westage, involvement in social programme are some of the important marketing strategies devloped by the newspapers in Nasik. 185